ANNUAL REPORT ‘12
BUSINESS REVIEW
37
in the future, flight reservations), application download,
access to parking reservations, integration with Google
services (Google Maps) and social networks,
allows quick access to other ANA, S.A.
portals like Airport Shopping Online and Parking.
Intent on reinforcing communication through content
in video format, in order to improve the passenger
experience and bring passengers and ANA, S.A. into
closer contact, the company made its first tutorial
film in 2012, explaining the RAPID project, the border
control system for passengers with electronic pass-
ports. This video has already been viewed 5 thousand
times and is among the most-viewed content from
ANA, S.A. on YouTube. Three additional films are
planned for 2013, within the scope of the Airport of
the Future project. These videos will deal with alterna-
tives to “traditional” check-in at counters located in
airports: Self Check-In, Online Check-In and Mobile
Check-In.
Considering the importance of the role of communica-
tion in the process of development and marketing of
services, the Living Airport brand was developed, which
considers a set of service sub-brands.
This investment of effort on the Living Airport brand
seeks to ensure:
• the development of cutting-edge services at the
ANA Group airports;
• its recognition as a key airport operator performing
as a service provider;
• focus on passenger experience;
• creation of a Business to Consumer (B2C) relation-
ship that benefits from the sharing of know-how
that exists at the Business to Business (B2B) level;
• new sources of income associated with the avail-
ability of new services and products;
• the gaining of clear benefits in terms of passenger
satisfaction:
- higher passenger satisfaction after the first imple-
mentation, on average a 4 (on a scale of 1 to 5);
- passenger motivation to use the service again, on
average higher than 90%;
• clear communication, spoken “with one voice”, to
passengers at our airports;
• differentiation in order to maximise results.
In 2012, the Living Airport brand included the implemen-
tation of the following Family Airport services:
“A Living Airport – The Airport adapts to you” is the brand by which innovative services that set ANA apart
are communicated; the goal is to put airports more in touch with the needs and wishes of all the passengers,
with areas for families, groups, executives and all those travelling.
